Butler/Till becomes first agency to embrace agentic advertising for brand safety and suitability; OMG announced as first agency partner for Brand Stories
Scope3, the agentic media platform driving safe and sustainable growth for brands, today announced significant performance results from its Brand Standards product and the launch of Brand Stories, an agentic AI solution that enables brands to connect with their audiences where their narrative will resonate most.
Agentic advertising delivers measurable results
As part of its commitment to innovation, Butler/Till was the first to deploy a brand agent in a live campaign — putting Brand Standards to the test as a next-generation approach to brand safety and suitability. The agency deployed Scope3 Brand Standards for all the safety and suitability decisioning across a pharmaceutical client's recent campaign.
The results demonstrated the power of agentic decisioning:
Brand suitability scores increased 7%, reflecting an impactful uplift through the use of Brand Standards.
Ad fraud and brand safety violations dropped, indicating strong safeguards in place during the campaign.
Language-related incidents decreased substantially , demonstrating enhanced contextual alignment.
There was no compromise on quality, scale or efficiency — viewable rates remained consistent, CPMs reduced slightly.
"Brand Standards surpassed our expectations, opening up new opportunities for our clients,” said Nick Morticelli, Biddable Media Supervisor at Butler/Till. “We're now empowered to make brand-specific decisions that both protect brand integrity and maximise reach. As technology continues to evolve, Butler/Till is proud to lead the way in advancing Brand Safety."
Campaign reporting also revealed that Brand Standards enabled greater access to brand-aligned inventory, demonstrating the value of having a tailored brand agent. Implementing Brand Standards pre-bid allowed the campaign to capture more opportunities that aligned with the brand’s unique values, driving both efficiency and impact.
Brand Stories: Targeting that resonates
Scope3 is also expanding the capabilities of brand agents with Brand Stories, bringing on Omnicom Media Group as the official launch partner. Brand Stories revolutionises how marketers connect with audiences by understanding the personal narratives that drive behaviour and decision-making.
Using the power of LLMs, it identifies content that aligns with the values and motivations that shape how people engage with the world around them, and enables marketers to quickly and easily build fully bespoke targeting segments to engage and influence those audiences. With Brand Stories, brands can engage their exact target audience faster and more efficiently than ever before.
"Brand Stories changes the equation of targeting -- instead of forcing marketers to translate their brand narrative into hundreds of checkboxes and taxonomies, the prompt, or story, itself becomes the targeting,” said Brian O’Kelley, CEO and Co-Founder, Scope3. “We're eliminating the need for an extra translation layer and helping brands connect directly with their audiences.”
“This partnership with Scope3 will help us bridge the gap between cultural insights and media activation," said Alex Siddall, Chief Strategy Officer at OMG. "With Q, we already have incredible cultural intelligence on emerging subcultures and micro-communities, but Brand Stories gives us the mechanics to curate inventory at the speed of culture itself — finding exactly where these conversations are happening and activating against them.”
O’Kelley continued, “Omnicom gets what we're building here. They already have incredible cultural intelligence through Q about emerging communities and micro-trends, and Brand Stories finally gives them the infrastructure to activate those insights effectively.”
Together, these advancements signal a turning point for the industry. Brands and publishers alike are embracing agentic infrastructure and the scale, safety and performance it unlocks
Brian O’Kelley, CEO and Co-Founder, Scope3
About Scope3
Scope3 makes media more effective, driving safe and sustainable growth. The company's agentic media platform helps brands and agencies leverage AI-powered decisioning to eliminate waste, improve brand safety, and optimise for sustainability across all digital channels. Hundreds of the world's top brands and agencies partner with Scope3 to maximise the impact of their media investments.
For more information, visit scope3.com.